On September 8, at 6:30 PM UK time, The Royal Family’s Twitter account @RoyalFamily shared the news: “The Queen died peacefully at Balmoral this afternoon.” All the world’s media, as well as social networks immediately echoed the news. A 70-year reign was coming to an end. The person, the queen, was passing away, but not…
DetailsThere are decisions in life that mark you forever. I did not choose to leave Argentina, but I chose to go to live in Spain. This was one of them. It was September 2002, the 21st century was just taking its first steps. It was back-to-school month in Europe. And we headed for Spain. Leaving…
DetailsThere are absolute truths, there are relative truths and there are true lies. In the field of branding there is only one truth: the customer’s perception. Because their perception is their reality. Surely most people think of the external customer, unintentionally forgetting the internal one. But the internal customer is essential to build a good…
DetailsWe are going through a period of widespread anxiety. We have gone from a generation motivated by a longed-for success to a generation imprisoned by the anxiety of success. There is no time, the search for quick success and fame. The ephemeral is taking over in a silent battle of values. It is a passing evil…
DetailsWelcome to the metaverse. That sentence might sound like the beginning of a techno-dystopian movie: a jumble of words that only works in science fiction. And yet, in the top groups of Silicon Valley’s most important companies, it’s very real: the Internet’s movers and shakers are planning for a future in which the digital and the…
DetailsOne of the great, timeless, transcendent books one can read is “Man’s Search for Meaning” by Viktor Frankl. I read it more than 30 years ago, today my son is reading it. The world changes, the essence of what is human, not so much. The first motivating force of man is the struggle to find…
DetailsAs business people and consumers, we know that retail today is more sophisticated and challenging than ever. In the context in which we live, customers demand more from every experience. Beyond target segment or price point, the real power of retail lies in authenticity, consistency, story, emotion and experience. Retailers must be agile and adaptable,…
DetailsCompanies in all sectors and industries are engaged in a permanent battle for talent, and their centre of operations is the area of Human Resources, which has gone from being the administrative office of the company to a strategy definer. And those responsible range from the CEO to operations and from branding to communications. One…
DetailsShould brands take a position on the conflict in Ukraine? And while the classic PR guide for brands is to wait, what is happening cannot wait. Brands know that taking a public stance is the right thing to do. They also know that in doing so they risk alienating audiences who may disagree with their…
DetailsIn the past, there was only one boss: the customer. Sam Walton, founder of Walmart, used to say that “the customer can throw everyone out, from the president of the company on down, by simply going and spending his money elsewhere. To keep the customer coming back each time, in addition to the basics of…
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